Emotive has appointed Jessica Cluff into the newly created role of head of earned creative, commencing 28 April.
Cluff, who joins from independent creative agency POEM, will collaborate closely with the leads of Emotive’s fame-driving specialisms, spanning social, talent, PR, partnerships, and brand experience.
These are the channels proven to punch above their weight in earned media, and Cluff’s expertise will ensure they’re used to full effect to maximise ideas.
Cluff’s past work includes the Uber campaign featuring Formula One driver Valtteri Bottas, which delivered 30+ million organic views with zero media spend.
She will work alongside group creative director Darren Wright and the strategy and creative teams, embedding earned thinking at every stage of the process.
Jessica Cluff and Darren Wright
Bringing great ideas to life
Wright said: “Having great ideas is one thing, knowing how they come to life in the world and engage people beyond advertising is another. Jess can do it all. Having her knowledge and experience join a creative department full of different shaped thinkers is going to make for an exciting time here at Emotive.”
Cluff of her new role: “I’ve always loved Emotive’s purpose – to create ideas that change how people feel. But to do that, you have to get their attention first.
“People actively ignore most of what we do. You need more than a beautifully executed film or a clever line to reach them. Emotive has ambitious clients and a proven track record of getting people talking – I can’t wait to join them.”
Cluff’s appointment into the newly created role comes after the creative independent agency recently welcomed executive strategy partner Sebastian Revell recently commencing and more announcements to follow in the coming months.
Top image: Jessica Cluff